To launch an Argentine beer in Brazil, we made portunhol official.
Andes, the Argentine pure malt beer, arrived in Brazil with a great challenge: gain space in a highly competitive market and conquer its place at the brewers' bar table.
To launch the pure malt beer born in the Andes Mountains in Brazil, we appropriated the only cultural element that unites the two peoples: Portunhol, the language legitimately co-created by hermanos and hermanas.
We created and put the Portunhol dictionary in the hands of influencers, we produced the campaign film that invited everyone to taste the flavor of the mountain ranges and we launched the first thread with the language on Twitter.
In addition to spreading the language across social media, our campaign also occupied streets and bars with OOH pieces and POS materials. There were more than 38 million impressions and 252 thousand interactions. And so, we leave the message: nothing will be like Andes.
Nada Será Como Andes
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